- Business Insider
As Chipotle struggles to make a comeback, the chain is refusing to do one thing: Add queso to the menu.
In a video released earlier in June that recently resurfaced on Twitter the chain explains why.
In the video, a faux Chipotle marketing team is brainstorming new ideas. Newcomer Larry suggests adding queso, a Tex-Mex favorite, to the menu, infuriating the head of the team.
“We do the whole food-with-integrity thing,” the team leader says. “Queso has to be made with artificial stabilizers to keep its shiny liquid form. Ever heard of all-natural-goopy cheese? Do you think there’s a magical cow that squirts queso out of its udders?”
Instead, the team decides to release a mobile game – just as Chipotle did in March.
The question of why the chain doesn’t sell queso has been one customers have been asking for some time.
why doesn’t chipotle have queso
— megan (@megthekegg) June 25, 2016
It’s 2016 why doesn’t Chipotle have queso
— Whitney Leininger (@whit_leininger4) June 27, 2016
Two things that need to happen before I’m 25:
1.) Twitter needs an edit option
2.) Chipotle needs queso
— noah fence. (@EvanIHayslett) June 25, 2016
Some have even taken their business to competitors such as Qdoba because of Chipotle’s lack of queso.
Doba is better than chipotle man, that queso is the deal breaker ????????????
— Trevor Vander Wiere (@TrevorVW23) June 27, 2016
Chipotle doesn’t have queso so there is no way it can win
— Dussé Don (@DonFlexington) June 27, 2016
— Nicki Hodges (@hodges_nicki) June 25, 2016
Despite what Chipotle may say, the chain has recently made some changes that go against its prior stances.
One of Chipotle’s core business strategies is to not change the menu – a rule the company is now contemplating breaking by possibly adding chorizo, a pork and chicken blend.
Chipotle had never given away free food before this year. Since February, the company has spent millions of dollars on free food, with offers such as direct-mail coupons and mobile offers, to encourage customers to return to its restaurants in the wake of an E. coli outbreak that sent the chain’s sales plunging.
Similarly, it never had a loyalty program. However, on Monday, Chipotle announced it would launch a summer rewards program tied to the number of times customers visit Chipotle each month.
- Via Flickr
Despite marketing pushes, Chipotle’s sales have yet to bounce back, though there have been signs of improvement. The chain’s same-store sales dropped 30% in the first quarter of the year.
Perhaps queso is what the chain needs to turn things around. The Tex-Mex favorite is typically made with cheese or another goopy “cheese food” to create a delicious dip. Chipotle may not approve, but customers love it.
If the chain could figure out how to crack the puzzle of how to make queso with all-natural ingredients (one that various bloggers have been working on for years), it would be a major draw. A strange, bitter anti-queso video, on the other hand, is only going to alienate potential customers.